Vanessa Lucido

Vanessa Lucido is a dynamic businesswoman who leads ROC Equipment, one of the top drilling companies. She took over the business at 26 when her father passed away and has expanded the firm’s global footprint since then, promoting safety and philanthropy.

Building a Childhood on Drill Rigs and Ranch Life

Vanessa Lucido builds her life on a nontraditional pairing of ranching and drilling after growing up on a ranch that her father purchased when she was just four. Consequently, she learned about drill rigs from her father, the son of Lou Lucido, a highly respected name in drilling who founded Becho Inc. and ultimately ROC Equipment.

Furthermore, her early life is also that of her two brothers, Anthony and Rusty James, who are involved in the family business, and she learned a tough work ethic and industry know-how from a very early age.

Shaping Her Future: From Humanities to Heavy Machinery

Following her first exposure to the industry, Vanessa earns a Bachelor of Arts in Humanities, Business, Management, Marketing, and Related Support Services from the University of Utah. She later pursued an MBA in 2016, developing her business management and strategic thinking capabilities.

With this combination of creative and analytical education, Vanessa is well-positioned to thrive as a leader in a historically male-dominated field.

Taking the Helm: The Young CEO Who Leads an Empire

At the age of 26, Vanessa Lucido took over as CEO of ROC Equipment after her father’s premature death in 2012. In responding to this challenge, she fulfills her father’s promise that the first child to graduate would lead the family business, stepping up to the position with courage and grace. As a result, under her leadership, ROC Equipment has emerged as a giant in foundation drilling equipment, dealing with state-of-the-art technology such as hydraulic casing oscillators and reverse circulation drill rigs.

Further, Vanessa increases the company’s international profile and develops collaborations with high-profile projects such as The Curse of Oak Island, in which ROC Equipment is a central figure.

Drilling for Safety: A Commitment to Protecting Lives

Meanwhile, Vanessa Lucido goes out of her way to advance construction safety, putting in efforts to come up with procedures that save the lives of workers on construction sites. With her experience in the industry, she applies her passion to ensure each project is completed without endangering lives. As such, she leads the charge toward safe working conditions as a safety consultant.

Founding ROC Rescue Ranch: A Passion Project with Heart

In December 2020, Vanessa Lucido combined her love of animals and her generosity by opening ROC Rescue Ranch. As a consequence, she provides shelter to rescued horses, cats, and dogs while offering support to military veterans. This is a reflection of Vanessa’s compassionate heart and dedication to doing good beyond the corporate world.

Championing Women in Construction: Breaking Barriers

Moreover, as a trailblazing woman in the foundation drilling industry, Vanessa Lucido is a firm believer in diversity and inclusion. She participates in organizations like the Deep Foundations Institute’s (DFI) Women in Deep Foundations Committee and programs like the ADSC/NCCCO Drill Rig Task Force.

As such, Vanessa promotes innovation and other women to break the glass ceiling in traditionally male-dominated industries.

Balancing Business with Adventure: A Life of Purpose

Outside of professional pursuits, Vanessa Lucido makes time for personal interests like horseback riding and long-distance relay running. Such endeavors as these are a testament to her adventurous spirit and her ability to maintain focus and persistence in her professional endeavors.

Embracing Change: From CEO to Industry Advocate

Vanessa Lucido transitioned from CEO to Head of Industry Relations at ROC Equipment in October 2024. She now focuses on the growth of the foundation drilling industry through strategic initiatives, along with dedicating more time to her daughter before she goes off to college.

The transition reflects Vanessa’s ability to adapt while continuing to make an impact.

Building a Legacy: Grit, Grace, and Innovation

Ultimately, Vanessa Lucido is remembered as a fighter, innovator, and trendsetter. Her brother Rusty describes her as an “overachiever” with a charismatic personality who “doesn’t know how to fail.” As a result, by leading ROC Equipment and founding ROC Rescue Ranch, Vanessa makes a lasting impact on the construction industry and society. Furthermore, she continues to inspire others with her ability to lead with courage while staying true to her values.